US Imports Mango For Mere Penneys

Mango, Barcelona’s sexy answer to H&M, will soon have a new home in the US in the most unlikely of places: JC Penney.

JC Penney Co. has made an agreement with the European retailer to sell exclusive merchandise (under the brand name MNG by Mango) via mini-stores.

The partnership is part of JCP’s attempt to draw in a younger, more style-savvy crowd, as well as to differentiate itself from the older (and less fashionable) image of the dying American department store.

We think the partnership is a smart move, though in order for it to work it’s absolutely essential that Mango’s JCP offerings remain as trendy and fashion-forward as Mango in general.  The big mistake department store dinosaurs have been making is remaining too timid with their fashion partnerships, and we hope the MNG clothes appearing at the in store boutiques don’t get watered down to stay safe.
Read the full story (subscription) {Wall Street Journal}